#Japan #Tokyo #Japan survey #YOMIKO #Reiwa Rich

Insights into the Local Reiwa Rich Consumer Behavior

YOMIKO, a renowned advertising agency based in Tokyo, has recently conducted a thorough investigation into the spending habits of the so-called 'Reiwa Rich'—a term used to define affluent individuals in their 20s to 40s. This study categorizes this group into three distinct segments: 'Entrepreneur Rich', 'Inherited Rich', and 'Double Engine'. The focus of the latest survey is the regional analysis covering Tohoku and Kyushu, where the spending patterns of Reiwa Rich were compared against their general married counterparts in the same age range. Let's delve into the key findings:

Key Findings from the Analysis

1. A Predominance of Inherited Wealth

In Tohoku and Kyushu, a significant portion of the Reiwa Rich class is categorized as 'Inherited Rich'. The breakdown shows that in Tohoku, 65.7% are Inherited Rich, while 24.8% are Entrepreneur Rich, and only 9.5% fall into the Double Engine category. Similarly, in Kyushu, 58.5% are Inherited Rich, 31.1% are Entrepreneur Rich, and 10.4% belong to the Double Engine group. This data highlights a trend where inherited wealth plays a crucial role in defining the wealthy demographic in these regions.

2. The Role of Reiwa Rich in Local Consumption

Despite being located in rural areas, Reiwa Rich individuals are steering consumption trends. When examining high-value purchases over the past year, the Reiwa Rich scored markedly higher compared to the general married population. Particularly in Tohoku, there was a notable increase in spending on 'hobbies' (+11.4 points against the general population) and 'jewelry and ornaments' (+7.7 points). In contrast, Kyushu residents showed higher spending in 'furniture and appliances' (+15.0 points) and 'domestic travel' (+13.7 points), indicating regional diversities in consumer behavior.

3. Diverging Trends in High-Value Spending Across Areas

As for the anticipated high-value purchases, both regions identified 'stocks and investment trusts' and 'investment properties' as the top two desired items. However, the third preferences diverged: in Tohoku, there was a notable inclination towards 'luxury jewelry' and 'automatic or manual wristwatches', while in Kyushu, the demand was significantly higher for 'high-end domestic cars'. This indicates that regional characteristics heavily influence the types of high-value goods that affluent consumers aspire to own.

Moreover, attitudes towards spending vary regionally. In Tohoku, many respondents expressed a belief that 'items not visible to others can be inexpensive' and preferred 'to buy from the cheapest store possible', reflecting a strong cost-conscious mindset. Conversely, respondents from Kyushu exhibited a tendency towards intuitive spending, with lesser emphasis on cost-benefit analysis and meticulous comparison when purchasing expensive items.

About the Study

In addition to the findings shared above, various categories of consumer trends and intentions of the Reiwa Rich have also been assessed. Based on this research, YOMIKO offers services including:

• - Sale of research data
• - Advertising solutions targeting affluent consumers
• - Opportunities for Reiwa Rich to experience products and services directly

For more details or inquiries, please contact:

• - Industry Consulting Center

Sasaki, Otsuka, Sada, Motoyama
Email: reiwa-rich@yomiko.co.jp

Research Overview

• - Age Group: 25 to 49 years old (both males and females)
• - Regions Covered: Tohoku (Aomori, Iwate, Miyagi, Akita, Yamagata, Fukushima) and Kyushu (Fukuoka, Saga, Nagasaki, Kumamoto, Oita, Miyazaki, Kagoshima)
• - Sample Size: A total of 972 samples (105 in Tohoku Reiwa Rich, 135 in Kyushu Reiwa Rich, 57 in Tohoku General, 74 in Kyushu General, and 600 in Metropolis Reiwa Rich)
• - Research Methods: Internet survey collected from February 10 to February 18, 2025

About YOMIKO

YOMIKO not only specializes in advertising but also extends its services into digital consulting, sales, and other diverse domains. The agency actively collaborates with companies, local governments, and research institutions to tackle social challenges through initiatives like 'Community Creation®' and to enhance civic pride. YOMIKO aims to be a 'GAME CHANGE PARTNER' that drives sustainable growth for both businesses and society in the future.
For more information, visit YOMIKO's official website.